The advent of the Internet and e-commerce has brought a new way of marketing and selling many products. There are evidences indicating that the e-service quality is an essential strategy to a success, probably more important than a low price and a good web presence. The purpose of this thesis is to gain a better understanding of the e-service quality dimensions that affect the customer perceived e-service quality in online shopping. On the basis of a detailed literature review, a frame of reference was firstly developed. Then, five most important dimensions of the e-service quality, i.e. the website design, reliability, responsiveness, trust and personalization were selected out for exploring how these dimensions affect the customer perceived e-service quality in online shopping, which constitute the research questions of this thesis. After that, a qualitative research approach was used and the empirical data were gathered through open-end and focused interviews with four different kinds of customers to investigate the research questions. Moreover, data presentation and data analysis were conducted in accordance with the research questions and the frame of reference. Finally, the findings and conclusions were presented by answering the research questions, i.e. to describe how the website design, reliability, responsiveness, trust and personalization affect the customer perceived e-service quality and the implications for managements, theories and future researches are addressed. Throughout this study, some new factors of the dimensions and some new dimensions of the e-service quality are discovered.
Author: Zhang, Xi; Tang, Yu
Source: Luleå University of Technology
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